Having an effective content marketing strategy can mean the difference between success and failure for any size business in this day and age of internet search engines. Current research shows that unless your website shows up on the first page (possibly second in some situations) of Google, your average client won’t take the time to trawl through other options to find your business.
The recent update of the Panda algorithm has done away with the (slight short sighted) tactic of creating “padding” pages, whereby someone would simply add terms they wanted to come up in search engines as a series of gibberish. This means that your content has to be written in context as well as being update fairly regularly. By planning the content of your website ahead of time, you can identify areas where you will need outside help, as well as the type of content that will drive your website up the rankings into the visible range.
Content Marketing Strategy Tips:
1) Analyze headlines – the first thing that someone sees on your site is the headings that you give each page and article. While these don’t carry the same weight as the writing below in the eyes of the search engines, you can get a good idea of the quality of your headings through a headlines analyzer, which will give you feedback on grammar, terms and word count.
2) Blog posts – blog posts are by far and away the best way to integrate content quickly and easily onto your website. Not only can you farm these out to different employees, but by adding regular posts, you’re proving to the search engines that your site is live, populated by real people and more relevant for your target visitors. Be careful about the length of your posts – shorter ones tend to decrease your visibility as they’re often synonymous with padding, while longer ones make your readers lose interest. Current research suggests between 1,000 and 2,000 is a good balance, so keep that in mind as you craft your content marketing strategy.
3) Multi media approaches – not all content has to be written, and indeed having a variety of media presentations can make your site more appealing to potential clients. Having an explanatory video for a new product, a podcast discussing how your service fits with new technology or an infographic showing the effectiveness of your product are all ways of increasing content. Don’t forget to tag each piece of media to help your search engine results.
4) External Links – one of the big things that most search engines value is connectivity – if your website stands alone, it will be seen as a weak site, while if lots of other websites contain real, bonafide links to your site, then it will score higher. To this end, discuss equivalency relationships with your competitors, whereby you each carry links to each other’s sites, as well as any relevant companies you have ties to in the production chain. Beware – simply creating a YouTube channel or putting up links in your personal blog will actually hurt your quality content score.
5) SEO writers – finally, there is a world of freelance writers who specialize in writing content specifically designed to improve your search engine score. It’s a unique skill, combining knowledageble writing, good writing habits and incorporating keywords and phrases in ways that are natural and bonafide. You may be lucky enough to have someone with these skills in your organization, and you can learn the skills, but these writers often work for less money than your time is worth and you can expect a high quality of writing.
Most importantly, have a plan for your content marketing strategy in place before you start creating content. It’s much easier to identify areas that your organization can do well and areas where you’ll need help ahead of time, and it will also allow you to create a more seamless experience for potential customers.